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On Fox's American Idol, the judges’ ever-present Coca-Cola cups have always been a familiar feature of the show—even managing to outlast most of those judges, including Simon Cowell. Now, Pepsi wants to become just as integral a part of Cowell’s new Fox show, The X Factor, as Coke is on Idol.
According to Frank Cooper, PepsiCo’s global consumer engagement officer, the company doesn’t just want to take a backseat role in The X Factor; it wants to become an active part of the show.
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